The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers

ISBN-13: 9781119822509 / Angielski / Twarda / 2022 / 240 str.

Barry Kelly

Spis treści

Introduction viiChapter 1 How Customer Education Transforms Prospects to Champions 1Chapter 2 Customer Education as a Catalyst for Business Growth 7Chapter 3 Step 1: Maximize Impact by Aligning Customer Education to Business Goals 19Chapter 4 Step 2: Motivate Customers by Curating Their Path to Awesome 39Chapter 5 Step 3: Personalize Learning by Focusing on What Your Customers Need to Know 51Chapter 6 Step 4: Execute Your Strategy Flawlessly with a Development Plan 63Chapter 7 Step 5: Video or Course? Choosing the Right Content Format for the Job 77Chapter 8 Step 6: Make Content Engaging and Efficient for the Busy Customer 95Chapter 9 Step 7: Who Trains the Trainers? Transforming Your Team into Experts 111Chapter 10 Step 8: Design Learning Experiences That Lead to Behavioral Change 127Chapter 11 Step 9: Make Sure Your Customers Consume Your Content 141Chapter 12 Step 10: Did It Work? Measuring the Success of Your Content 157Chapter 13 Step 11: Actionable Strategies to Improve Your Content 171Chapter 14 Step 12: Demonstrate the ROI of Customer Education 187Chapter 15 Your Roadmap to High-Performance Customer Education 199Chapter 16 Looking Ahead: The Future of Customer Education 209Acknowledgments 217About the Authors 221Index 223

O autorze

Daniel Quick is Vice President of Learning Strategies at Thought Industries. He previously led customer education at Optimizely and Asana.Barry Kelly is Co-founder and CEO of Thought Industries, a world leading B2B customer training platform and developer of the world's first cloud Learning Business Platform. His company has worked with hundreds of clients to improve their customer training and increase customer engagement and retention.